Marketing – Colgate Greece

Colgate – Palmolive (Hellas) was founded on 13th February 1962 with the import of foreign capital and as the seat the city of Athens. It is fact, however, that from 1950, products such as toothpaste Colgate, custard of shaves Palmolive, and Soap Palmolive were imported and distributed in the Greek market by the company “OLYMPIA”, which continued distributing and traffic in products Colgate-Palmolive also afterward the foundation of Greek company and the domestic production of these, up to 1974.

The target market Colgate in Greece has created products for all ages and especially for consumers who are concerned about oral health issues. Each product of Colgate is addressed to the different needs of consumers. First of all for people that have problems with their teeth, such as tooth decay, tooth plaque, tooth-stone, sensitive gums and etc. Consumers in this target market usually purchase toothpaste products without caring about the price, as long as they will get the highest quality that Colgate offers to them.

Secondly, people who are concerned about their oral hygiene, such as bad breath, and personal appearance. Consumers in this target market are mostly young people that care about the whitening and the cleanest breath that Colgate offers. Finally, another target market for Colgate is kids. Colgate has several products related to children and as we can see from websites and advertising, children for Colgate are a rather important target market. Colgate tries to offer parents, toothpaste products with the highest quality that will make their children’s teeth healthy and without harmful issues in the future.

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Marketing Mix Colgate-Palmolive provides the market with reliable and effective products and it always tries to produce its products with the smaller possible effect on the environment.

Product Development and History

Product is anything that can be offered to a market that might satisfy a want or need. Consumers purchase toothpaste products for the desire and satisfaction that they think the product provides. Colgate toothpaste production started in 1873 over the world. Colgate introduced its toothpaste in a tube similar to modern-day toothpaste tubes in the 1890s. Until after 1945, toothpaste contained soap.

After that time, other ingredients to make the paste into a smooth paste or emulsion - such as sodium lauryl sulfate, a common ingredient in present-day toothpaste replaced soap. In the second half of the twentieth-century modern toothpaste was developed to help prevent or treat specific diseases and conditions. b. Design and Quality Toothpaste today typically contain fluoride, coloring, flavoring, and sweetener, as well as ingredients that make the toothpaste a smooth paste, and foam and stay moist. Individual toothpaste also may contain special ingredients, such as triclosan in Colgate Total.

Toothpaste in tubes is used throughout the world and has been a very successful invention. Colgate provides the market with reliable and effective products and it always tries to produce its products with the smaller possible effect on the environment. Colgate has the highest quality in the Market which is why it is first in Greece and over the world in sales.

Price Colgate

Palmolive prices its products so as to be totally competitive in the market. The combination of competitive prices as well as excellent quality makes Colgate’s products to be very high in demand. All prices vary from 2. 5 Euro to 3 Euros for the more composite toothpaste.

Distribution

A channel of distribution is a group of individuals and organizations that direct the products from producers to customers. The major role of Distribution channels is to make products available at the right time at the right place in the right quantities. The main Channels for Colgate distribution in the market are big department stores such as Hondo’s Center, Carrefour, and of course supermarkets, mini markets, and Dental clinics where our dentist suggests Colgate toothpaste.

Promotion

Promotion is one of the most important parts of any company, by promoting the product it is published to consumers that the product exists and is available to everyone. There are many ways to promote a product as advertising, personal selling, public relations and sales promotion.

Advertising

Colgate primarily used advertisements as its main promotion strategy. Its different products that are designed for different segments are targeted to the audience by highlighting its features. Its common tagline for all products is the “No1” brand recommended by dentists. Colgate has taken up a weird advertising campaign in Bangkok.

Sales promotion

As such, no promotion is done at the retail level except the recommendation by the shopkeeper. But for the rural market, Colgate uses VAN a mobile promotion station having facilities for screen shows, slide shows, and mike publicity.

Public relations

PR campaigns were undertaken extensively during the launch of the brand in leading newspapers and magazines, though they were focused more directly on enhancing the image of the parent company in the eyes of stakeholders like shareholders and potential investors than consumers.

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